APPLICATION OF PERFORMANCE INDICATORS IN THE SYSTEM OF DIAGNOSTICS OF THE CRISIS STATE OF A TRADING ENTERPRISE

The article is devoted to an overview of the conceptual foundations of anti-crisis management of enterprises operating in the field of trade. It has been studied that the principles of anti-crisis management of a trade enterprise have their own characteristics, which are related to the essence and specificity of conducting trade operations. Adherence to these principles is aimed at optimizing the company's work in a competitive environment, strengthening market positions and achieving financial stability. On the basis of the analysis of recent studies presented in scientific works, it has been proven that the general functions of anti-crisis management, in particular, organization, motivation, control, do not allow to fully reveal the essence of anti-crisis measures developed taking into account the peculiarities of conducting trade activities by business entities. The author of this study substantiated that specific functions, such as optimization, information, anti-crisis budgeting, accounting and analytical, innovation enable taking into account the peculiarities of the marketing and sales activities of a trading company, and their implementation is aimed at the implementation of a business strategy in conditions of a local or systemic crisis. The article systematizes a set of indicators that are indicators of the effectiveness of the main activities of a trading company. In particular, the indicators are grouped by the directions of «marketing» and «sales», and the parameters of the effectiveness of managerial work are also indicated. The work emphasizes that the interaction of economic and social components makes it possible to successfully overcome crisis phenomena at the microeconomic level and prevent their occurrence in the future. The characteristics of preventive, active and post-crisis types of management and methodical tools, which are used within each of them to implement strategic and operational measures to overcome the crisis in the shortest possible time and minimize the risk of financial losses, are described.